Public Relations must be proactive and willing to learn
The era of digitalization threatens that a number of jobs or professions will disappear and be replaced by automation. For public relations professionals or practitioners, this can be anticipated by adapting in line with the development of information technology.
1. Cyber team to help public relations work
According to Professor of Information Systems at Unika Soegijapranata Semarang, Prof. Ridwan Sanjaya, the increasing adoption of automation and artificial intelligence has changed the world of work. To deal with it, it is necessary to prepare skills to adopt technology.
“Currently we have made changes, tomorrow it will change again. So, adopting technology is a basic skill for facing the future, including for public relations work,'' he said at the seminar 'Public Relations in the Digital Age of Data-Based Information Management' at the Grand Candi Hotel Semarang, Saturday (4/3/2023).
The information system expert further conveyed, to support the work and function of public relations in the digital era and in the midst of torrents of comments from netizens, companies need to have a cyber team.
“Cyber teams are expected to exist in every company. This team can assist in making clarifications if there is an attack of slanted comments from both robots and humans,'' he said at the seminar organized by the BPC Association of Indonesian Public Relations (Perhumas) Semarang.
Nevertheless, what is no less important and needs to be done by public relations practitioners in the digital era is to apply a proactive, initiative, responsive and accommodative attitude.
Accenture Development Partnerships Lead in Indonesia, Dr. Nia Sarinastiti said, as a public relations officer, you have to be more proactive and willing to keep learning. It is important whatever the era.
“During 30 years of experience, being a public relations officer must be proactive and willing to learn. Then, leave things that are no longer relevant. Don't say I wasn't like this before, because what used to be isn't necessarily the right thing to do now. What we already know needs to be improved. We have to learn regardless of our age,'' said the Perhumas Expert Council.
Then, in facing challenges in the digital era that moves quickly and instantaneously, a publicist must prepare all strategies. Moreover, the era of social media has made people more active in accessing information and free to express anything, including criticism, accusations, and negative comments.
“Public Relations must prepare the worst scenario that will be faced by the organization from the start. Because everything can happen so fast in this digital era. Of course, in line with the development of information technology,'' said the lecturer in Communication Studies at Atma Jaya Catholic University, Jakarta.
Furthermore, Nia said, a publicist in the digital era must also have the ability to be able to convey even difficult things.
“Returning to the function of public relations is how we can show that people believe in what we say. Public relations is always seen as icing on the cake, only looks cute and cool but actually does not have the ability to be able to convey difficult things. It's not easy, but you have to be persistent, don't be silent, but be proactive,'' he said.
Meanwhile, on this occasion the inauguration of the BPC Perhumas Semarang Management for the 2022–2025 period was held by the General Chairperson of Perhumas Boy Kelana Soebroto.
Head of BPC Perhumas Semarang, Julia SKB said, through an organization that facilitates public relations, her party will invite public relations practitioners to answer the challenges of this digital era.
“It needs to be acknowledged that the capabilities and challenges of each public relations department are different in line with the industry they are involved in. However, to answer the current challenges, we will increase our competence, one of which is through training programs,'' said the General Manager of Hotel Grand Candi Semarang.
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